Facebook for the B2B Professional
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Many consider Facebook as a strictly business-to-consumer opportunity. Bullshit. Facebook offers an number of benefits for B2B companies, marketers and professionals. And we'll discuss them.
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Facebook for the B2B Professional
- 1. Facebook for the B2B Professional A Frank Discussion Unsummit | 18 June 2011
- 6. Me.
- 7. You.
- 8. Why?
- 9. Humbling Stats: 1) Facebook has 500M active users • 3rd Largest Country in the World • 70% are outside the USA • 70 Languages are available • USA users ditching it, especially teens 2) Average user has 130 “friends” 3) Heavy average usage • 50% are on Facebook daily • Connected to 80 pages, groups & events • Create 90 pieces content/month • 700B minutes a month 4) 50% Access it via mobile & 2x as active 5) Install 20M apps/day Source: http://on.fb.me/kkZdy4
- 10. Opportunities: 1) 500M Active Users • International reach • Limited marketing noise • eCommerce infant stage 2) These users have… • Careers • Capital • Children 3) Susceptibility • On it during leisure time (and at work) • Best ad targeting ever 4) Others?
- 11. Problems: 1) Personal/Professional lines blurring • Intergenerational trends • 18-hour work day • Multiple user accounts • Limiting self expression 2) Integrations with Twitter & other SM • Less of a closed system • Dawn of security breaches 3) Privacy issues • Moving target with Facebook updates • User agreement & policies largely unread 4) Others?
- 12. Business Usage: 1) Facebook promotional tools • Advertising • Sponsored Stories 2) Groups & Pages • New channel of communications • Lead generation & nurturing • Customer/User engagement • Crisis communications 3) External Integrations • “Like” Buttons • Blog/Twitter uploads 4) Apps 5) Others?
- 13. Promotional Tools: 1) Advertising • Geo-targeting • Keyword driven • Rich Demographics • Your experience? 2) Sponsored Stories • Leverage “friends” actions into promotions • Appears in news feeds & right column • Reeks of Promoted Tweets • 46% higher CTR: http://bit.ly/kgSawL • Your experience?
- 14. Groups & Pages: 1) Groups • Largely passe – migration to Pages • Your experience? 2) Pages • Still heavily B2C focused • B2B usage growing – both F500 & SMB • Updates appear in “friends” news feeds • Many use it as another megaphone • Best use it to create & nurture conversation • More casual; more human feel • Is FBML dead? • Great B2B from Hubspot: http://bit.ly/leun3l • Your experience?
- 15. Apps: 1) B2C • Largely games or game related • Heavier women usage • Don’t send me a @#$&! Farmville invite 2) B2B • Consider Android or iOS mobile app instead
- 16. Professional Usage: 1) Job Prospecting? • Recruiters constantly posting opts • Anyone snag a gig? 2) External Integrations • “Like” Buttons • Individual professional blog posts/Tweets 3) Networking • Tabs on colleagues & friends • Prove your human – Nancy Lyon • Watch content • Your experience? 4) Other ideas?
- 17. Questions?
- 18. Thank You! Curt Prins email@curprins.com | +1 612-326-4049 http://curtprins.com http://bit.ly/iYv1aI